Homepage redesign with new hero and benefit tiles: +8.0% conversions
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsA homepage redesign with a new hero, restyled collection sliders and benefit tiles moved higher showed an 8.0% lift in conversion rate.
Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library.
We count it as inconclusive: with 5,092 visitors, the variant had only a 76.8% probability of beating the original.
- Conversion rate: +8.0%, with a 76.8% probability of beating the original. Not statistically significant.
- Revenue per visitor: +8.6%, and orders: +9.1%, both directional only.
- Bounce rate: -10.4%, and add-to-cart rate: +5.5%.
- Mobile drove the gain, with conversion rate up 11.6%. On desktop, revenue per visitor fell 12.9% as order value dropped, a negative result.
The change
A new hero, a highlighted selling point and benefit tiles moved up, shipped together.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The store's original homepage layout, with its existing hero, collection sliders and benefit tiles lower on the page.
Variant
Several changes shipped together: side margins, a new hero text overlay with an auto-rotating image, restyled slider titles, gray backgrounds behind product images, a highlighted selling point under the hero and benefit tiles moved up.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- Moving the benefit tiles and a key selling point near the top may have answered early questions faster.
- Smaller slider cards on mobile let shoppers see more products per swipe, which fits the mobile-led gain.
- Because many changes went live at once, no single element can be credited for the lift.
- The small sample leaves room for chance to explain much of the difference.
Caveats: This was a bundle of design changes tested together, so the result can't be credited to one element. With 5,092 visitors it did not reach significance, and desktop revenue per visitor fell 12.9%.
Who ran it
Clean Commit ran this test for a Shopify store (anonymized) and published the results (Clean Commit A/B test library). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Clean Commit →
How to run this test on your store
- Hypothesis
- If we bring our benefits and main selling point higher on the homepage and simplify the hero, then conversion rate will rise because visitors understand the offer before they scroll away.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor by device
- Average order value
- Bounce rate
- Who should test it
- Stores whose homepage gets a large share of traffic and buries its benefits below the fold. If your homepage gets little traffic, a redesign like this will take a long time to read.
Questions
Does a homepage redesign increase conversion rate?
Sometimes. In this test the redesign showed an 8.0% lift, but it was not statistically significant, so it is a signal rather than proof.
Should I test a homepage redesign as one test?
You can, but you won't know which change mattered.
Testing big pieces separately, such as the hero or benefit tiles, makes the learning clearer.
Why check results by device?
Devices can move in opposite directions. Here mobile improved while desktop revenue per visitor fell 12.9%.
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